Origin Malt
Based in the heart of Ohio, with farming partners throughout the Great Lakes region, Origin Malt is bringing the art of growing and malting barley within shouting distance of craft breweries and distilleries throughout the Midwest.
Origin Malt wanted to shorten the supply chain for Midwest breweries who rely on importing barley malt from across the globe. The challenge was appealing to a market with established suppliers that were integral to their brewing. Our approach lead us to a messaging and brand strategy that encouraged farmers and brewers to join the Origin Malt movement with total supply chain traceability.
The brand and messaging cut straight to the chase.
We reflected the plain and simple mentality of the Midwest in a straightforward, utilitarian library of assets that create an immersive, attitudinal brand voice. The concept of Midwest Independence unified the pieces and parts that make Midwest brewing sustainable.
Telling the Origin Malt story in a microsite promoted the brand’s launch.
Origin Malt celebrates the heritage of Midwest brewing by uniting the best growers and seed geneticists to deliver quality malt within shouting distance. The microsite captured Origin Malt’s value proposition with interactive visuals and images of local growing partners to connect farmers and brewers to the Origin Malt movement.
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Illustration was needed to create a unique and authentic interpretation of the “Midwest Independence” vision.
As we continue to apply the Origin Malt brand to marketing applications, illustration was the next step to extend it. The goal was to differentiate visually from their competition’s rural and industrial photography and connect with their audience in a unique way. We approached this illustration with a style that was organic in line and texture, but geometric in composition to connect back to the foundations of the brand. The illustrations were designed to scale from spot illustrations to large-format depictions of the holistic supply chain and will be applied to a number of use cases in the near future.
ZoCo was the partner that we needed. They always approached everything with our needs in mind, but they also pushed us in a way that we needed to be pushed both visually and strategically.
Sara Hagerty, Sales
Together, we continue to grow the Origin Malt brand and support the Midwest.
WHAT WE DELIVERED FOR ORIGIN MALT
Brand Strategy Workshop
Messaging Strategy
Brand Identity
Illustration
Website Design
Packaging
Brand Collateral
Environmental Design
